POPULARITY OF 3D MOVIES BEHIND THE RAPID TRANSITION
The standard 35mm film, which has been dominant projection format in movie theatres for more than 120 years, will be replaced by digital technology by 2015 worldwide, and Hollywood blockbuster ‘Avatar’ is to blame for the shift, says a new report.
The report from the IHS Screen Digest Cinema Intelligence Service Said that 35 mm film is nearing the end of its life, and the popularity of James Cameron directed sci-fic “Avatar” has triggered a rapid transition to digital technology.By the end of 2012 ,35mm film in cinema is expected to decline to 37% on a gloab scale, which is a dramatic decline from 68% of global cinema screens in 2010, the IHS said, and expect a that by 2015, the Century-old Projection format will be replaced by digital technology globally.
“Movie theatres now are undergoing a rapid transition to digital technology, supurred initially by the rising popularity of 3D Films,”David Hancock, head of film and cinema research at IHS, was quoted as saying by
He said : “The release of ‘Avatar’ in 2009 represented the pivotal moment for digital cinema, with digital technology forming the bedrock of modern cinema environment. Before ‘Avatar’, digital represented a small portion of the market , accounting for 15% of screen in 2009″.
After ‘Avatar’,digital film technology grew 17% in both 2010 and 2011 , compared to single-digit increases during the previous year. ‘Avatar’ also increased the demand for digital 3D technology, according to the IHS report.
In the Us, IHS expected that there won’t be any mainstream usage of 35 mm film in 2013, Western europe is expected to change to digital by the end of 2014 and the rest of the world will then be under pressure to follow the trend, it said.”